"Fresh Living TV will allow the brand to move into a dynamic new space where we will engage local audiences with real-life makeover stories," says Pick n Pay's marketing director, Jonathan Ackerman. "Designed to reflect the group's tagline of being 'Inspired by You', the series is far more than an advertiser-funded TV show; it forms a multi-platform branded entertainment network that seeks to draw like-minded South Africans together into a supportive community via print, online, social media, POS and experiential activations."
The show is a fusion of the lifestyle and reality TV genres, focusing on the real issues experienced by South Africans and the simple, affordable solutions that will ultimately assist them in becoming better providers for their families. Presented by popular radio DJ, Ayanda Tini, the weekly series will showcase everyday domestic disasters, with solutions being provided by the group's team of experts. Fresh Living editor, food writer and TV personality, Justine Drake, will appear on the show doing what she does best - providing delicious, affordable cooking solutions. "The magazine is overwhelmingly popular with customers and is currently the top-selling food and lifestyle magazine in the country," said Drake. "We have no doubt that the show will be just as popular as it delivers smart, hard-working solutions to problems that are relevant to time-strapped consumers."
According to 2.0 Media's CEO, Peter Gird, "the Fresh Living TV series represents a departure from the group's corporate ad campaigns of the past and capitalises on the brand's successful track record with its customer magazine, Fresh Living. This extended branded entertainment platform will allow the retailer to forge a more intimate dialogue with consumers."
Jason Xenopoulos, 2.0 Media chief creative officer, believes that the show is a groundbreaking example of a retailer making the important shift from shouting to listening. "One of its most powerful aspects is its online component," he said. "Rather than relying on an internal selection process to identify candidates for the series, the process will be community-driven. We are inviting ordinary South Africans to submit their stories online to give the public the opportunity to review and rate the submissions. This public commentary will guide our choice of stories and will ensure that every episode remains relevant to the audience."
As part of its goal to feature the best home-grown makeover stories in the first season, the 2.0 Media team launched a national radio and print call-to-action campaign earlier this month and is inviting South Africans to submit their stories via email to az.oc.vtgnivilhserf@yrotsym. The submissions will be open for viewing at www.pnp.co.za from mid-July 2010.
